travels to London wants to shop in Harrods

"Landep News"

Everyone who travels to London wants to shop in Harrods, the luxury department store. Acknowledging the great advertising potential in the store and its different assets, the department store now launched the Harrods Media Division. This new administrative area will be in charge of selling advertising opportunities in Harrods and its related products.

“Harrods is not only one of the world’s leading luxury stores, but is also a fully-fledged media owner providing a range of promotional opportunities in-store, including a publishing division, spearheaded by the Harrods Magazine” said Guy Cheston, Harrods’ director of advertising and sponsorship. “After a number of years developing and investing in a credible and extensive media portfolio, it was logical for us to establish Harrods Media as a recognized department,” he added.

Harrods Media is a new division, which will be selling advertising spaces for example in the in-store digital screens, the displays, posters, lift wraps and windows in its Knightsbridge store. Other possible advertising spaces are the Harrods Magazine and the Harrods iPhone app. Additionally, customer relationship management (CRM) and promotions may create advertising space as well.

The Media division at Harrods will provide all kind of advertising opportunities and, on top of that, will take care of the complete production. Services offered will include the design of the creative works and the installation in the chosen media.

The idea of launching this Harrods Media division came after it was decided to publish the figures of circulation of the Harrods Magazine through the Audit Bureau of Circulations (ABC). The numbers revealed the average circulation of the magazine was 104,997 for the first half of 2011.

The Harrods Magazine is sent to all cardholders of the Harrods Rewards card who spend more than £2,000 per year in the store. It is also distributed to private-jet, business class and first class lounges, as well as five star hotels and onboard Cunard Ships. The Harrods Rewards cardholders who spend from £500 to £1,999 per year are sent a smaller, mini-version of the Harrods Magazine. Other clients and non-clients can buy copies of this magazine for £3.

The 150 screens part of the digital display network in Harrods store has recently been expanded. There are now five new large walls with displays, which were added as part of a refurbishment of the store costing a multimillionaire amount in pounds. All displays are managed using the Harris Systems.

In July, after a public discussion that took a long time, Harrods signed a five-year long deal with Dixons, an electronic retailer which will take up a location in the flagship Knightsbridge location of Harrods’ department store. With its new media division, Harrods expects to make the best of this kind of new deals.

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